Every trend includes:
• Name
• Short summary
• Trends it’s related to
• Examples (people, places, phenomena, businesses or products that evidence the trend)
• Data points (hard stats)
• Links + sources (articles, analysis, art works or media that provide context or additional interest)

We build trends from both ends: sometimes we can start with an idea of a trend, and sometimes triangulate the trend out of examples we’ve already gathered.

Eventually, you compile all of the information into a trend summary with the parts above, create a map of how they connect, and make all of that into a document we can circulate internally.

It’s okay if certain trends have more of a particular element than others. There are no hard rules: this process is fundamentally iterative, a truly “constant beta” project, so I’m excited about sorting out its growth with all of you.

What is macrotrend research for brand?

A - Identifying the large social, economic, and cultural drivers surrounding a strategic problem or brand question through research and thoughtful association

B - Using critical thinking to make bets on which ones are the most relevant and useful

C - Making informed guesses about which ones are the most likely to change, and in what direction it seems they will move

D - Presenting that research in a way where it can be shared with and digested by the people responsible for thinking through the strategic thinking and design problem

E - Working out the key implications for the macrotrends in a given project